I am a perfume obsessive and would ask you to think about what sort of smells you like. Single florals? Serge Lutens does an amazing orange flower, as does L'Artisan Parfumer. Or rose (not everyone likes the 'green' elements of rose) or jasmine? (one of my favourites is Serge Lutens A La Nuit.
Do you like chypres (things like Chanel No 5, which have aldehydes and a synthetic woody quality
Orientals - these are often long lasting humdingers, very spicy and with some elements of amber and tonka bean.
Or gourmands, perfumes based on vanilla and almond and rose petals. Make you feel very warm inside but aren't 'sexy'. I love Serge Lutens Datura Noir for this.
I wouldn't recommend Jo Malone just because you don't get bang for your buck in terms of sillage (lasting power) and apart from the Lime Basil Mandarin cologne, which is lovely, I think they are a bit meh.
Ones that I would seek out to try are Diorissimo (user friendly but lovely lily of the valley) Can get cheap on eBay
A nice unisex cologne with some depth and lasting power is Cartier Declaration. I buy this for my mother who hates cloying heavy perfumes.
Try lesscenteurs.com sample service and they have categories.
You can always send for the PETIT LIVRE DES PARFUMS, which is a collection of six folders containing small wax samples from Serge Lutens (my favourite current line):
Les Salons du Palais Royal Shiseido
142 Galerie de Valois
25 rue de Valois
75001 Paris
France
Get to a Guerlain counter. They do amazing perfumes that aren't run of the mill. Ones from the 30s and 40s are incredible (L'Air Bleu, Jicky etc)
enjoy!